OPA Marketing and Research Day CrossPromotion Discussion Linda Fisk Vice President, Marketing Scripp

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OPA Marketing and Research DayCross-Promotion
DiscussionLinda FiskVice President,
MarketingScripps Networks
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HGTV KitchenDesign Cross Promotion

• The following analysis is designed to answer the
  following
• How is traffic to HGTV KitchenDesign effected by
  cross-promotion?
• Whats the best combination of online and on-air
  promotion?
• Does on-air promotion have a measurable effect on
  online traffic?
• How can we take the things learned and make more
  strategic decisions in the future?

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HGTV KitchenDesign Cross Promotion Report

• 1. On-air promotion of HGTV KitchenDesign
• HGTV 220 spots and dekos
• Food Network 171 spots and dekos
• 2. Online promotion
• HGTV.com, FoodNetwork.com, HGTVPro.com,
  DIYNetwork.com
• Newsletters HGTV, Food Network, HGTVPro and DIY
  Network
• Inclusion in HGTV DreamHome sweepstakes online
  registration
• 3. Other promotions
• Scripps newspaper ads and insert in 14 markets
• Scripps broadcast stations lifestyle program in
  two markets
• HGTV Ideas magazine ad

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Calendar of HGTV KitchenDesign Promotion
HGTV KitchenDesign Cross Promotion
CalendarJanuary 2006
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HGTV KitchenDesign Promotions Visits
On-air promo
On-air promos
On-air promos
HGTVPro Newsletter
Homepage video promo
Food Newsletter
DIY Newsletter
HGTV Newsletter
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Online Promotion Effectiveness

• HGTV.com
• Of ALL visits to HGTVKitchenDesign from other
  websites, 70 of these visits (127,555) came from
  HGTV.com.
• Of these visits, 64 came from the HGTV.com
  homepage.
• FoodNetwork.com
• Of ALL traffic from other websites, 25 (44,886)
  came from FoodNetwork.com.
• Of these visits, 98 came from FoodNetwork.coms
  Kitchen Design category page.
• The addition of a link From Our Sister Websites
  on 1/31 significantly increased traffic from the
  homepage.
• HGTVPro.com
• HGTVPros newsletter drove 22 more visits to
  HGTV KitchenDesign than the website.
• Of all traffic from other websites, 2 (3,561
  visits) came from HGTVPro.com.

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Key Findings

• Online promotion formulas for success
• Endemic placements perform best
• The promo from FoodNetwork.coms Kitchen Design
  category page performed better than the one on
  FoodNetwork.coms homepage.
• Best results are achieved when a highly visible
  promotion on the networks website is combined
  with on-air promotions.
• On-air promotion formulas for success
• Endemic placements, and popular shows, perform
  best
• Promotion across multiple shows on the same night
  are most effective.
• Other promotional findings
• Newsletter are especially effective at driving a
  high volume of traffic immediately after
  publication.

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30 Minute Meals- Saturday Page View Traffic by
Daypart
On a typical weekend, 46 of page views and
recipe printouts occur within 2 hours immediately
following the broadcast
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30 Minute Meals (Weekdays) At Work Usage
Notice the traffic spike to the homepage around
the airing of the show AND a second traffic spike
the following day while users are at work.
Tuesday
Wednesday
Thursday
Friday
Monday
_at_Work Lunch Time
30 Minute Meals
Omniture Daypart for URL -www.foodnetwork.com/food
/show_tm - 10/05/05
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30 Minute Meals (Weekdays)At Work Usage
In contrast, the recipe and printout pages
experience the largest number of hits during the
end of the workday.
Monday
Tuesday
Wednesday
Thursday
Friday
End of Workday
30 Minute Meals
Omniture Daypart for URL -www.foodnetwork.com/food
/show_tm - 10/05/05
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APPENDIX A Cross-Promotion Calendar January
2006